16-17 October 2017, the Eighth ', Beijing, China 2017 International Display Industry Forum' was successfully held in Beijing National Convention Center. In his speech, part of the 17th afternoon, deputy secretary general of China Video Industry Association, Peng Jianfeng do "China's color TV industry research," the theme of the report, the achievements and the development of China's color TV industry in the past five years has made the difficulties and opportunities analyzed in detail.
Peng Jianfeng that in the past five years, China's color TV products to intelligent, networked development five years, China's color TV industry is also a successful transition to self-reliance, diversification and internationalization five years temper Endeavor, from a manufacturing power to China brand power forward, color TV industry contributed.
China's color TV to occupy the world Qicheng country
In the context of the global debt crisis, the domestic stimulus consumer policy exit, the economic downward pressure to increase the background, the past five years, China's color TV product shipments remain high growth, of which 2016 shipments reached 158 million units, accounting for Global market share increased from 54% to 70%.
Although in 2013, five years of consumption stimulus policy to withdraw, but in the wave of Internet, many emerging forces to join the color TV industry, which, 2016 domestic color TV market for the first time exceeded 50 million units of retail sales, growth than five years ago 20%; color TV exports exceeded 80 million units, an increase of 31% than five years ago during this period, some Japanese brands gradually withdraw from the field of color TV manufacturing, and TCL, Hisense, Skyworth, Changhong, Konka these domestic brands into the global TOP10 The
In fact, in addition to terminal sales, China's color TV industry, the upstream industry strength is also increasing.
Peng Jianfeng said that over the past five years, the domestic high-generation LCD panel line (8.5 generation) from two to eight, color TV panel shipments increased from 18 million to 86 million, self-sufficiency rate of 55% 34% of the global market.
In addition to the panel, the core technology of smart TV, such as the main chip, operating system, codec software, artificial intelligence and other key technologies are gradually achieved localization, and began to large-scale application to high-end products, by the consumer.
At present, China has become a global new technology and new products to promote the center of the new technology to become the first and popular frontier market .2017, smart TV penetration rate of up to 85%, 55 inches above the large size product penetration rate of 40%. In the domestic 4K ultra-high-definition television station has not yet launched the case, 4K UHD penetration rate has reached 58%, 55 inches above the product 4K penetration rate of up to 90%.
In the past 10 years, prices have fallen by 75%; over the past five years, prices have fallen by 50%. For the past 10 years, prices have fallen by 50%. For example, the color TV is not the family 'bulk consumption', now for the TV as easy as the phone.
Storage finishing: color TV industry in the dawn of the night
China's color TV industry continues to tempered forward, but in the development process there are some problems that need to be overcome.
As the consumer market concept change, the previous year sports marketing overdraft, real estate market regulation and other factors concentrated outbreak, from January to August this year, domestic color TV retail sales fell 7.2%, 11 Golden Week retail sales fell 15.6%.
Moreover, the average size of the color TV is increasing, the panel supply is not well enough, the 2016 Tainan earthquake and Samsung 7-generation line cut off the panel supply and demand caused by tension from April 2016, panel prices continued to rise, In a short span of 12 months, panel prices rose by about 40%, driving machine prices rose by about 15%, the industry average profit from the previous 1.5% to about 1%.
But now we are pleased to see that with the adjustment of market supply and demand, panel prices have emerged loosening of the upper reaches of the 'tight' trend gradually ease for the color TV enterprises to develop a strong space.Although the Golden Week , Color TV sales and sales decline, but in the trend of consumer upgrades, large size, high-quality high-end TV product share rapid growth.Improve the quality of life has become the color TV industry product structure upgrade new kinetic energy.
In addition, Peng Jianfeng that OLED TV in the high-end market has begun large-scale sales, but the main panel technology is also in the hands of foreign panel factory, China should consider accelerating the industrialization process of OLED large screen.
In fact, in recent years, domestic manufacturers in the field of OLED investment has grown at a high speed, including the current BOE, Huaxing Optoelectronics, and Huaguang, Guocheng photoelectric, soft-technology and other panel companies are working to accelerate the layout of OLED-related areas, BOE Chengdu OLED production line is expected to achieve at the end of October small quantities of production shipments.With the Chinese manufacturers to break the small and medium size OLED panel technology monopoly, OLED large-screen localization process will continue to speed up.
Opportunistic bloom: color TV market usher in six opportunities
With the development of flexible, printing and other technologies, the next 5 to 10 years will enter the 'show everywhere' world. Commercial display, education shows, car display, wearing equipment, smart home appliances and other fields will quickly form a large-scale demand, The definition of traditional TV will be rewritten.
In addition, after the wave of mobile Internet, the rapid development of the home Internet, in the 'large screen + ultra-high definition + theater-level stereo + artificial intelligence control + massive ultra-high-definition program' mode driven, long video users back from the mobile side The living room is possible.
At present, China's smart TV users close to 200 million, smart TV + OTT box users more than 260 million due to the huge user groups gradually form the habit of paying content, coupled with mature advertising mode of operation, the potential for information consumption will gradually be honored.
In addition to the above changes, the average sales of color TV in the market over the past five years increased by 10 inches, LCD panel area increased by 61%, the next five years, the average size of color TV will continue to grow more than 1 inch each year; , 2018 Korean Olympic Games, the 2010 Tokyo Olympic Games, 2022 Beijing Olympic Games has been confirmed to use 8K signal for live or broadcast, when the large screen 8K TV will usher in the rapid development opportunities; in order to promote consumer upgrades, to promote the cycle Economy, China Electronic Video Industry Association, many companies jointly promote the 'old for the excellent' project, color TV safe life from 12 years to 7 years, these measures will continue to make a strong boost to the color TV market.